they need to test each others machines every year because they are sharing the market.
perhaps sharing the market should be a lesson.

It is the market (people who may buy your product) who determines a particular companies market share.  If your product is less than average your companies market share will probably be less than average.  If your product is head and shoulders above the competition you will probably monopolize the market unless the competition spends a lot of time and or money promoting/advertising their product. 

The old school method was to spend a lot of time and money developing a superior product and let satisfied customers promote your product by word of mouth.  Word of mouth promotion by satisfied customers takes a lot of time to reach every potential customer but most customers are already sold when they call, they just want to know how much and when can it be shipped.

It cost a lot of money to develop superior products.  It cost much less money to hire an advertising agency that can make an inferior product look superior to your competitors products.

In our current society, the majority of the potential customers do not spend enough time talking face to face with enough customers that have bought similar products from different manufacturers. Buyers remorse frequently happens after choosing and buying a sub-par product.   

Advertising agencies know the psychology of the impulsive buyers especially the group that has been labeled "millennials".  The millennials are huge targets because they are one of the largest group of our society that uses technology for almost everything in their lives.  The lack of face to face conversation, direct observation of the product performing or communicating by phone or emails with real individuals that have hands on experience with a product is the growing problem.  We do not know if all of the people we communicate with on forums and other social media are real consumers or paid cheer leaders promoting their clients products.

I talk to prospective customers of our products on the phone daily.  The phrase "I have been doing my research on your..............."  usually comes up in the first 15 seconds of the conversation.  I ask them a few questions and determine they really have not really done much research but are floating on the tide of popular opinion from social media.  The favorable opinion of my companies products is good for me but could result in buyers remorse for them. 

My advice before buying something for your quad or anything, is too take your time, know who your are talking to on social media,  believe only 10% of what is said or implied in radio, tv, printed advertisement and believe 5% of the product reviews in enthusiasts magazines.  I have never seen a magazine that does a product review on a product whose company is not a frequent advertiser with the publication. 

I am old school in product development and my ways of doing business.  I sleep well at night and have very few customers that have buyers remorse with my products.